READING TIPS

The current Work Trend Index Annual Report 2025 from Microsoft is based on a global survey of 31,000 employees, supplemented by Microsoft 365 usage data and LinkedIn labor market analyses.

In the latest State of the Media Report 2025, over 3,000 journalists worldwide provide information on how they experience working with the communications industry – and where it reaches its limits. The most common cause of frustration: lack of relevance.

With The Cybernetic Teammate, Harvard Business School presents a field experiment on the real impact of generative AI in team constellations. In an experiment with over 750 participants at Procter & Gamble, different work settings were compared – individuals and teams, both with and without AI support.

The latest Global RepTrak 100 Report shows that corporate reputation continues to develop into a robust, data-based management tool for communication. With a global reputation score of 74.5 points (▲ 0.7 compared to the previous year), the year 2025 marks the second consecutive increase in reputation – and this under persistently uncertain global conditions.

FTSG’s latest Tech Trends Report analyzes the development of technological trends and describes an increasing convergence in which AI, sensor technology and biotechnology are merging to form so-called Living Intelligence systems. These systems are able to perceive their environment, learn, adapt and develop independently.

The D21 Digital Index 2024/25 provides a differentiated picture of AI usage in Germany and key findings for communication managers. 25% of the population already use applications such as ChatGPT, while the figure for Generation Z is 68%.

The ICCO World PR Report 2024/25 provides an international overview of developments in the communications industry. Agency heads, communications managers and executives from over 60 countries were surveyed. The results show that communication continues to gain strategic importance under the influence of geopolitical crises, technological changes and social polarization.

The VAUNET Media Usage Analysis 2024 shows how media usage is changing, especially in Germany, and which technological developments are particularly relevant for companies and communication managers. Audio and audiovisual content accounts for almost 90 percent of total media time, but usage is increasingly distributed across digital channels.

The digital transformation is changing how people consume information, discover brands and interact with companies on a global scale. The Digital 2025: Global Overview Report, published by We Are Social together with Meltwater, provides over 630 pages of comprehensive insights into global developments in media use, social media, e-commerce and, for the first time, the influence of artificial intelligence on communication and marketing.

This year’s Edelman Trust Barometer 2025 once again highlights the great importance of trust as a central currency for companies in an increasingly critical public. While institutions such as the media and governments continue to lose credibility, companies are seen as the only institution that is both competent and ethical.